The US Patent and Trademark Office rejected Vetements’ application. It considered that “Vetements”, which means “clothing” in French, is too generic to distinguish fashion products. An appeals court upheld the decision, arguing that a significant number of US consumers understand the meaning of the term.
The company maintains that evaluating the brand based on a literal translation does not reflect how consumers actually perceive it. It argues that the name should be judged on its own distinctive value in the market.
Vetements also points out that US courts have issued conflicting rulings in similar cases. For this reason, the brand believes it is necessary for the US Supreme Court to establish a clear standard on the treatment of foreign terms in trademark law.
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